@incollection{fdi:010084101,
  title = {{P}harmaceutical representative activities in {B}enin and {G}hana : promoting firms while helping construct the pharmaceutical economy of {A}frican countries},
  author = {{B}axerres, {C}arine and {M}aham{\'e}, {S}.},
  editor = {},
  language = {{ENG}},
  abstract = {{I}n {W}est {A}frica, the activities of sales representatives used by the pharmaceutical industry are organized according to the legal dispositions, with great differences between {F}rench-speaking and {E}nglish-speaking countries. {T}hus, in {G}hana, where distributors have the legal right to represent firms and promote their products, except for the {B}ig {P}harma, it is these distributors who ensure the trade through a large majority of sales reps and a few medical reps. {I}n {B}enin, where the distribution activity is legally separate from that of promotion, we are seeing the emergence of a growing number of representative agencies, which have supplanted the direct-lab employed directly by the firms. {B}ut here too a distinction is made between {B}ig {P}harma, represented by international agencies, and {A}sian and {A}frican producers represented by smaller, local agencies with fewer resources. {B}ased on governmental regulation and the country's pharmaceutical distribution structure, the firms develop territorial and therapeutic strategies: segmentation in {G}hana, concentration in {B}enin. {B}ut similar strategies appear in how the end users are targeted based on their financial situation. {I}t combines to varying degrees scientific promotion and purely commercial strategies. {B}eyond the firms, in both countries, sales representatives appear to generate definite and endogenous pharmaceutical dynamics in their country.},
  keywords = {{BENIN} ; {GHANA}},
  booktitle = {{U}nderstanding drugs markets : an analysis of medicines, regulations and pharmaceutical systems in the {G}lobal {S}outh},
  numero = {},
  pages = {199--224},
  address = {{O}xon ({GBR}) ; {N}ew-{Y}ork},
  publisher = {{R}outledge},
  series = {{R}outledge {S}tudies in the {S}ociology of {H}ealth and {I}llness},
  year = {2021},
  DOI = {10.4324/9780429329517-9},
  ISBN = {978-1-03-204313-5},
  URL = {https://www.documentation.ird.fr/hor/fdi:010084101},
}